Huawei (华为) names Liu Yifei (刘亦菲) as face of HarmonyOS Zhixing Zhijie (鸿蒙智行·智界); Zhijie V9 showroom model due this month

Announcement

Huawei (华为) on Tuesday released a short video formally announcing actress Liu Yifei (刘亦菲) as the official brand endorser for its HarmonyOS Zhixing Zhijie (鸿蒙智行·智界) car sub‑brand. It has been reported that Liu was previously tied to the Zhijie project last April as a brand ambassador; tonight’s move elevates her role to the higher‑visibility position of brand endorser (代言人), the company’s core public face for marketing campaigns.

Zhijie V9 showroom arrival and features

Huawei’s official pre‑heat materials and IT Home reporting say the flagship MPV Zhijie V9 (智界 V9) show car will arrive in dealerships later this month. The V9’s highlights include an intelligent interactive side‑door "light carpet," second‑row “double zero‑gravity” seats that support 45°, 90° and 180° rotations for welcome/meeting modes, and the debut of wraparound second‑row airbags — features Huawei is pitching toward premium family and chauffeur markets.

Why this matters

Why hire a top film star to sell a minivan? Celebrity cachet helps mainstream an emerging automotive brand as Huawei pushes HarmonyOS beyond phones and into vehicles. The strategy comes amid continued Western export controls that have accelerated Huawei’s drive to build its own software and hardware stacks for consumer devices and smart cars. Whether Liu Yifei’s elevation will move consumer sentiment or simply add star power to a crowded EV/MPV market remains to be seen, but the campaign signals Huawei’s intent to compete on both technology and lifestyle appeal.